Social media has become a powerful tool for brands to connect with their audience, build communities and share updates. Now they’re taking on a new role as a source of answers, challenging traditional search engines like Google. This phenomenon, known as social search, is changing the way users find information online and interact with brands.

What is Social Search?

Social search is the use of native search engines on social media platforms such as TikTok, Instagram and X (formerly Twitter) to find information. These platforms have become credible sources of answers and users are increasingly relying on them to search for brands, products and services.

The Rise of Social Search Engines

Social media platforms are actively improving their search functions to make it easier for users to find relevant content. X’s search bar, for example, acts as a comprehensive search engine for social media, allowing users to find information shared by other users on the platform. This change is being driven by the growing preference of younger generations, such as Gen Z, who prefer social platforms to traditional search engines for their information needs.

The Impact on Consumer Habits

Google still dominates the search market, but social search is gaining ground. Studies suggest that Gen Z and Gen Alpha are more inclined to use social media platforms such as TikTok and Instagram for research and discovery. These platforms offer a visual and engaging experience that caters to the preferences of younger audiences.

Social SEO: Using Social Search for Brand Visibility

Social search offers a unique opportunity for brands to increase their visibility and reach. By optimising their social media profiles and content for social search, brands can ensure they appear in relevant search results and engage with their target audience. This includes using relevant keywords, engaging with users and creating valuable content that addresses their needs.

Key Takeaways for Brands

Social search is a crucial factor for brands looking to connect with their audience. By using social SEO and optimising their presence on social media, brands can leverage the power of social search to enhance their visibility, reach new audiences, and drive engagement.